Englander set to introduce new hybrid gel beds at Las Vegas Market

David Perry -- Furniture Today, January 21, 2013

This is one of three new Englander LifeStyle latex and gel foam models. The collection is the company’s first nationally specified line of hybrid specialty beds.OLIVE BRANCH, Miss. - Englander Sleep Products will introduce in Las Vegas a new national line of hybrid specialty gel beds called LifeStyle, along with new gel-based Tension Ease and Anniversary models as part of a broad presentation that offers a range of gel foam products at retails from $499 to $1,899 in queen.
     The LifeStyle, Tension Ease and Anniversary gel lines will be showcased in the company's new World Market Center C-1596 space, a nearly 6,000- square-foot contemporary showroom designed to capture the movement and energy typified by consumers' varied lifestyles, officials said.
     "Today's shoppers are attuned to the benefits of both sleeping comfort and coolness," said Kevin Toman, Englander's CEO and president. "As such, we're excited about our expanded gel products and the merchandising and marketing opportunities they will afford a variety of retailers. We also look forward to welcoming customers to a new showroom which not only salutes our new LifeStyle collection, but reflects our focus on mattress designs that deliver better sleep to today's active consumers."
     Developed for major retailers as a profit-producing gel option, Englander's new three model LifeStyle collection is the producer's first nationally specified line of hybrid specialty beds.
     Expected to retail from $1,299 to $1,899 in queen, the new collection uses a high density poly foam base and a micro encased-coil layer in combination with multiple foam layers, including reticulated foams for optimum air circulation and "race track" foams for firm edge support.
     At the top of the LifeStyle line is an "ultra-luxury comfort" model that incorporates layers of latex and gel-infused memory foams. At $1,599, the "luxury plush" model has a gel memory foam layer for extra comfort while the "luxury firm" model offers a higher density gel foam for increased support. All models feature wood foundations.
     The new LifeStyle beds feature cotton knit covers with ventilated side panels for added coolness and breath ability. Waterfall-style edge treatments, branded pillow shams and foot protectors, plus a number of new point-of-sale materials, including a lighted, three-tiered display sign, complete the line's in-store presentation.
     "We believe our LifeStyle collection blends today's best mattress technologies and meets the needs of all consumers, whether they prefer traditional spring-based or specialty foam-based sleep," Toman said.
     "The two-inch, micro encased- coil unit provides individual body conformance," he said. "The latex in the top model offers a resilient comfort feel while the gel foam layers provide conforming comfort plus sleeping coolness. In all, LifeStyle clearly delivers on our primary brand promise of better sleep by design ... for everyone."
     The producer has revamped its encased coil Tension Ease collection and will introduce gel foam across the four-model line.
     The new Tension Ease beds now feature a gel poly foam in the first three numbers and two inches of gel memory foam in the top model. Available on wood foundations, the series is expected to retail from $699 to $1,099 in queen.
     Tension Ease beds incorporate high tensile steel coils encased in a dense fabric, which minimizes noise while maximizing unit strength. The wrapped coils are ultrasonically welded together and along the top to create a highly durable mattress core.
     "These bonded coils adjust to a sleeper's height and weight, relieve pressure on the body and decrease motion transfer," Toman said. "Introducing gel foams into the Tension Ease line augments its performance by adding the further benefit of a cool sleep."
     Englander also is incorporating gel foams into two new Anniversary beds. Expected to retail at $499 in plush and $599 in a pillow top design, the Anniversary models feature an innerspring core plus combinations of poly foam and gel foam layers. "Consumers identify gel as a desirable mattress component," Toman said. "Our market objective is to give retailers a number of exceptionally strong gel stories to promote and sell."